Lei Jun announced Xiaomi's three-year high-end goal, will it be "thunderous and rainy"?

Lei Jun has come out again to "make trouble"!

Songguo Finance was informed that on February 9, Lei Jun, founder, chairman and CEO of Xiaomi, announced on Weibo on February 8 that this afternoon, Xiaomi Group held the first important meeting in the year of the Tiger - high-end strategy seminar, which made it clear: The high-end road is the only way for Xiaomi to grow, and it is also the life and death battle for Xiaomi's development, and it will unswervingly implement the high-end strategy.

Lei Jun said that starting from today, Xiaomi Group officially set up a high-end strategy working group, under the traction of the "three-year mobile phone sales world first" strategy, clearly defined the high-end strategic goal:

Products and experiences should be fully benchmarked iPhone, and within three years, it will take the first place in the market share of domestic high-end mobile phones. The high-end road cannot be achieved overnight, we must insist that Qingshan will not relax, maintain long-term strategic determination and continuous investment, and resolutely implement the "5 years 100 billion" research and development plan.

As early as August 2021, Lei Jun made a decision to achieve the goal of the first global shipment in three years. The reason why Lei Jun will have such a goal, but also because Xiaomi has a certain confidence, at the end of July last year, Lei Jun said that Xiaomi mobile phone shipments surpassed Apple for the first time and became the second in the world.

But for the goal of three years of global shipments first, this plan undoubtedly has a long distance, because Samsung has been ranked first in the world for 11 consecutive years, and Apple has been in the second place for a long time. According to the global smartphone share in 2021 released by Canalys, Samsung occupies 20% of the global market, ranking first in the world, while Xiaomi has only 14% share, ranking third in the world.

This time, on the basis of Xiaomi's goal of being the first in the world in mobile phone sales in three years, Lei Jun once again announced the goal of winning the first place in the market share of domestic high-end mobile phones, which can also be said to inject a stimulant into the current mobile phone market.

Judging from the current high-end strategy and support of Xiaomi, there is still a certain feasibility in the landing of Xiaomi's high-end.

On the one hand, it continues to increase investment in research and development, announcing that it will invest 100 billion yuan in 5 years and will make a comprehensive breakthrough in technology, products, brands, quality and services. This also makes Xiaomi gradually reach the top level in the industry in terms of imaging, fast charging, screen, battery, etc.; on the other hand, Xiaomi's high-end model market share has gradually increased, and the Xiaomi 11 series and 12 series that have been launched successively have achieved good sales results, and the market response is also relatively good.

However, Xiaomi is currently facing great difficulties in both shipments and high-end, with Apple's price reduction on the iPhone, its high-end market share has been greatly improved, in the domestic 5K + high-end mobile phone market, Apple from 48% of the share in 2020, increased to 75% of the share in 2021.

At the same time, the price reduction has also made the already sought-after iPhone sell out again, from the iPhone 11, to the iPhone 12, and now the iPhone 13, iPhone shipments are steadily increasing.

In addition, domestic mobile phone manufacturers are also xiaomi can not ignore the existence, even if Huawei now has the impact of chip shortage, but its high-end model is still a strong opponent of millet, Mate series and P series are Huawei's highest sales existence. In addition, there are many opponents such as OV.